Dove's Foray into Men Care: 'Journey to Comfort' or an Uncomfortable Journey Ahead?

            
 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG279 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Target Marketing / Consumer Behavior / Marketing Communication / Brand management
Case Length : 13 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Unilever
Industry : Consumer packaged goods; Personal care
Countries : US; Europe

Abstract:

This case is about the foray of Unilever's global personal care brand Dove into the men's personal care market. Launched in 1957, Dove had been positioned as a beauty bar for women over the years. Building on the strength of its range of products for women, Dove decided to target a totally new segment of customers. The brand entered the men's grooming market by launching a new line for men - Dove Men+Care. The case discusses the launch of the brand and the promotional strategies that Unilever used to promote it. It then highlights the challenges faced by the brand in the men's personal care market.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

According to analysts, Dove was largely perceived as a feminine brand strongly rooted in women and one of the biggest challenges for Unilever would be to make the brand appeal to men as they generally avoided buying feminine products. While some experts felt that Dove's men range would be successful as the brand was known for its competence in skin cleansing, others labeled the move as risky saying that brands with a feminine association had failed to make significant inroads compared to exclusive men's brands. This case is aimed at MBA/MS level students as part of the Consumer Behavior/ Brand Management/ Marketing Communication curriculum.

Issues:

The case will help the students:
Understand the issues and constraints in entering a new market segment
Understand the reasons behind Dove's entry into the men's grooming market
Study the promotional strategies adopted by Unilever in marketing the Dove brand to male consumers
Study the issues involved in brand extensions
Examine the challenges faced by Dove with respect to its foray into the men's grooming market
Explore the strategies that Dove could adopt in the future to succeed in the men's personal care market.

Contents:

  Page No.
Dove's Foray into Men Care: 'Journey to Comfort' or an Uncomfortable Journey Ahead? 1
Background Note 2
Entry into the Male Grooming Market 3
Promotional Strategy 4
Results 6
Challanges 7
Uncomfortable Journey Ahed? 8
Exhibits 9

Keywords:

Consumer behavior, Brand management, Target marketing, Marketing communication, Brand extensions, Brand Positioning, Product portfolio, Feminine brand, Brand personality, Personal care, Men' grooming market, Unilever

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